From CS to CRM
The use of wireless technologies to integrate market research into day-to-day business in Japan
Mark FerrisJapan Market Intelligence, Japan
Vanessa OshimaJapan Market Intelligence, Japan
“Marketing is too important to be left to the marketing department.”David Packard, Hewlett-Packard
INTRODUCTION
Market research firms have long strived to become more integral to the business process of their clients. But to what extent have they been successful in this regard? To what extent does this remain an elusive Holy Grail for the whole industry?
That the investment made by companies today to research all aspects of their...